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Vol. 13. Núm. 43.
Páginas 65-91 (Junio 2010)
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Vol. 13. Núm. 43.
Páginas 65-91 (Junio 2010)
DOI: 10.1016/S1138-5758(10)70010-4
Open Access
El efecto moderador de la edad en la relación entre el valor percibido, las TIC del minorista y la lealtad del cliente
The moderating role of age on the relationship between perceived value, retail ICT and customer loyalty
Visitas
...
María Eugenia Ruiz Molina**, Irene Gil Saura***, Haydee Calderón García***
** Autora de contacto. Universidad de Valencia, Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Avda. de los Naranjos, s/n, 46022 Valencia. Teléfono: 961625177. Fax: 963828333
*** Universidad de Valencia, Instituto de Economía Internacional, Facultad de Economía, Avda. de los Naranjos, s/n, 46022 Valencia
Información del artículo
Abstract

Information and communication technology (ICT) may represent a source of benefits for retailers. However, there is a debate in the literature on how ICT influences customer-supplier relationships. In addition, the evidence on the effect of age on consumer attitudes towards retail technological solutions is not conclusive. This paper proposes and tests a model to analyze the influence of retail ICT on consumer loyalty towards the retailer, as well as to assess the moderating role of consumer age on this relationship. As a result, customer assessment of retail ICT, together with perceived value, exerts a positive influence on consumer commitment and satisfaction, being the latter an antecedent of attitudinal loyalty towards the retailer. Notwithstanding, consumer age does not seem to play a moderating role in the relationship between retail ICT and its correlates.

Keywords:
Information and communication technology
commitment
satisfaction
loyalty
age
retailing
Resumen

Las tecnologías de la información y comunicación (TIC) pueden representar una fuente de beneficios para los minoristas. No obstante, existe un debate en la literatura sobre la forma en que las TIC influyen en las relaciones proveedor-cliente. Además, la evidencia sobre el efecto de la edad en las actitudes del consumidor hacia las aplicaciones tecnológicas del distribuidor no resulta concluyente. Este trabajo propone y contrasta un modelo para analizar la influencia de las TIC del distribuidor sobre la lealtad del consumidor hacia el establecimiento minorista, evaluando el papel moderador de la edad del consumidor en esta relación. Como resultado, la evaluación de las TIC del minorista por parte del consumidor ejerce, junto al valor percibido, una influencia en el compromiso y la satisfacción, siendo esta última antecedente de la lealtad actitudinal. Sin embargo, la edad no parece desempeñar un papel moderador en la relación entre las TIC de los minoristas y sus correlatos.

Palabras clave:
Tecnologías de la información y la comunicación
compromiso
satisfacción
lealtad
edad
comercio minorista
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Este estudio ha sido realizado con el apoyo financiero prestado por el proyecto SEJ2007- 66054 del Ministerio de Educación y Ciencia.

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